I do not need to tell you how much people love these Daily Deals. In fact, I can’t think of a single friend of mine who hasn’t subscribed at one point or another (except my boyfriend, but I think he’s just being resistant). At one point, these group buying sites were a gold mine – everyone wanted in and each business was worth several billion dollars. Their dominance has subsided recently, but they’re still around with around 45% of Australians subscribing to these services. That’s a big percentage, no matter how you slice it.
One thing I’ve found interesting is that people say the problem with these websites is that they keep offering the same things: meals at restaurants, salon services, tourist activities… you know the drill. People complain because they keep the same offers over and over (and over). So my question is this: why don’t they start a partnership with sports teams?
Think of the possibilities!
For the Daily Deals sites, they get variety to offer their customers, which makes them happy. The leagues/teams get to reach nearly half the Australian population. And when you think about it, the people who subscribe to websites like these are not always the same people who come to games. It’s an easy way to reach a different market. The people I know who subscribe to these websites are women (always a ‘get’ for teams) or people in families (you can hit four people with one email!). And these websites do the work of contacting them – all the leagues have to do is decide what to offer.
The obvious offer is tickets. Many clubs already have cheap tickets to encourage people to come to games, but other than grand finals or games with really popular teams, games rarely sell out. Clearly they could be making tickets even cheaper. This would be especially beneficial during weeks that low attendance is expected – games between clubs with low membership, or on days where other events are happening that could be bigger. It’s not fool-proof, but I’d be willing to bet that they’d sell tickets more than normal.
Think of all the other offers that could be made! A free food or drink item with entry, a supporter pack or other merchandise (every club I know ALWAYS has extra merch – I have a GWS member 2012 to prove it), maybe even an autographed item – all these things would be easily put on these websites and provide great advertising/marketing opportunities.
And I haven’t even told you the best part (well, almost the best part). The league will never have to reneg on a deal! One of the hard things about operating these sites is that if you don’t get enough people, the deal goes away. On the other hand, if you get too many, it’s impossible to redeem. I cannot see that happening at all. No club is going to sell out with these offers, nor will they run out of merch or food/drink. If they do… there’s always another game and another chance for redeeming the coupons. Seriously? This is genius. Set up those sponsorship meetings, guys!
(Photo Credit: goodbusiness.net)